New data highlights regional differences in sustainability-driven purchases across England, with the North and South showing greater commitment to eco-conscious decisions compared to London and the Midlands.
Analysis of YouGov data by Allen Leasing reveals significant variations in how environmental sustainability influences purchasing decisions. The survey examined whether respondents consider sustainability “to a large extent” in areas such as renewable energy adoption and electric vehicle use.
The North of England and the “Rest of the South” (encompassing the South West and South East, excluding London) maintained consistent levels of eco-conscious purchasing between 2021 and 2024. In contrast, London saw an 11% decline in respondents prioritising sustainability “to a large extent.” The Midlands recorded the sharpest drop at 18.18%, potentially due to the ongoing cost-of-living crisis impacting household priorities.
Across all regions, the question of whether sustainability plays “not at all” into decisions revealed the most significant increases in the Midlands and the South, both rising by 23.5%. Wales saw the largest rise in respondents stating “not at all” (61.5%), while London saw a marked 11% decline in this category, signalling improvement.
Chanel Boddington from Allen Leasing commented on the findings: “It’s clear that the pandemic and rising living costs have influenced how people approach sustainability. However, even small, cost-free efforts, such as recycling or composting, contribute meaningfully to protecting our planet.”
Boddington added: “Our planet is irreplaceable, and everyone has a role in safeguarding it. Whether it’s switching to renewable energy or reducing waste, every action counts. Sustainability must remain a shared responsibility to ensure a thriving future.”
The data also revealed regional trends in respondents who rated sustainability as influencing their decisions “a fair amount.” The North saw a 13.79% increase in this category, while the Midlands recorded a slight decline of 2.7%. London experienced a 10% decrease, while Scotland, Wales, and the Rest of the South saw minimal changes.
Interestingly, “don’t know” responses increased significantly in some regions, with Scotland rising by 110% and Wales by 61.5%, suggesting uncertainty around the topic in these areas. Conversely, the Midlands saw a 64.7% decrease in “don’t know” answers, indicating a more definitive stance, albeit skewed towards lower sustainability prioritisation.
The findings underline the diverse challenges facing different regions in balancing sustainability goals with economic pressures. While the North and South maintain relatively strong commitments, declines in other areas highlight the need for targeted policies and education to promote eco-conscious decision-making nationwide.
As sustainability becomes an increasingly pressing issue, the data serves as a reminder of the importance of fostering environmental responsibility across all regions, regardless of economic circumstances.